Born in the heart of the Square Mile, the London City 7s launched in May 2025 with the aim of bringing world-class sevens rugby back to London after the removal of the European leg from the World SVNS Series calendar
Heather Fisher says rugby must move with the times and believes London City 7s is leading the charge by bringing sport, entertainment and business together.
The World Cup winner and Olympian is delighted the event is breaking away from the traditional formula seen at rugby matches and is embracing the kind of all-round entertainment experience fans now expect.
With live rugby, networking opportunities, entertainment and the backdrop of the City of London, Fisher believes London City 7s, which is taking place on Thursday at the Honourable Artillery Company (HAC), has recognised where modern sport is heading, and says the concept is long overdue.
When asked about the importance of the London City 7s tapping into the wider fan experience, Fisher, who is the event’s Innovation Lead, said: “[Live sporting events] needed to do this four or five years ago, and the fact it’s finally happening, with an event like the London City 7s, is like, ‘Hallelujah!’ I’ve gone past the excited phase. I’ve almost got to the phase where I’m like, ‘It needs to happen’. It’s now a need.
“People want connection. People want experiences. People want more. Some people don’t just want to go to a rugby game. The London City 7s is rugby, live music, and so much more, and it’s a chance to take your clients to it. They just want more, and this event gives them more.
“That’s what the world needs, and it’s where the world is going. And as a game, if we’re looking to move forward and progress, we can’t stay as we are. It’s not enough. I think that’s pretty clear just from what we see. And that is why this event is so important and special.”
Born in the heart of the Square Mile, the London City 7s launched in May 2025 with the aim of bringing world-class sevens rugby back to London after the removal of the European leg from the World SVNS Series calendar.
And once again, London City 7s, which is sponsored by Wedlake Bell, promises to bring together world-class rugby sevens teams, including the likes of two-time defending Investec Champions Cup champions Union Bordeaux-Bègles, Perpignan and the Barbarians, business networking and an unforgettable live-event experience.
The inaugural event saw Harlequins edge out a Saracens side which featured England star Noah Caluori, to claim the first title in front of 3,000 corporates at the iconic HAC. With 11 teams competing across men’s and women’s competitions, the event delivers a full day of fast, high-scoring rugby, with pool stages leading through to knockout action and the finals under lights.
The day will begin with the Sport x Business Conference at 9am, before the main event kicks off when gates open at 11am, culminating in the grand finales at 8pm.
On what inspired her to get involved with the project, Fisher added: “The mission that founder Dan James is trying to create with London City 7s is what drew me in.
“It’s about building a community and bringing that community on a journey with the game. He wants to develop the game and that community, giving exposure and giving opportunities to talent who wouldn’t normally have that opportunity.
“There is going to be a massive platform for players on Thursday, and that’s what’s really exciting.”